A regional sales manager for Children's Press, a leading publisher of children's books, agrees in 2004 to participate in a qualitative study on management and performance models in the publishing industry, hoping it will provide some insight into the challenges presented by her district sales team. In this case, students consider the sales team's comments, as elicited through interviews for the study, as well as the wide scope of technological and social changes in the publishing industry, in order to determine how an understanding of motivation and behavior in a sales environment might benefit the regional sales manager.

Professor Capon teaches the Marketing Strategy core course and the electives Strategic Marketing in the Modern Corporation and Developing and Managing Strategic Customers. His research interests are in key/strategic account management, and marketing planning and strategy. He has published more than 80 articles, book chapters and books. His latest books —Managing Global Accounts, The Marketing Mavens and a marketing-planning workbook,